In a recent statement, Amazon Prime Video announced its plans to incorporate ads into films and TV shows streaming on its platform starting January 29, 2024. The move aims to sustain investments in content creation and will introduce “limited ads” on the streaming service. However, users will have the option to avoid ads upon additional subscription. The Verge reported an email from Amazon sent to customers, highlighting that there will be no change to the current Prime subscription price, and no action is required from users unless they opt for the ad-free option.
The decision generated mixed reactions among Prime subscribers, with some expressing dissatisfaction with the introduction of ads. Amazon highlights the ongoing value of a Prime membership, including free shipping, exclusive streaming content, and access to additional services.
Amazon Prime currently costs $14.99 per month or $139 annually, with the new ad-free streaming option available for an additional $2.99 per month. The move is in line with industry trends as several streaming services, including Disney Plus, Hulu and Netflix, incorporate ads into their more affordable subscription options.
The email also highlights that Amazon’s free ad-supported streaming service, Freevee, and live event content such as sports will continue to include advertising. Amazon ends the email by reaffirming the variety of benefits Prime members enjoy, as well as the option to upgrade to an ad-free experience for an additional fee.
